Ukraine Tourism - Key Recommendations .pdf

How to transform Ukraine into a quality tourism destination

1. Recommendations on transforming
Ukraine into a quality tourism destination:
A strategic vision

XI International Tourism Forum “Kharkiv: Partnership in Tourism”,
Kharkiv, 24 May 2019

3. Global tourism trends

4. Major factors for quality

•Economic development and business environment

•Infrastructure, transport, connectivity

•Positioning and branding

•Service quality

•Governance - destination management



Regional and local level

5. Success stories – United States

•Travel and tourism generates $2,5 trillion for the U.S. economy

•Travel and tourism supports 15.7 million American jobs across all U.S. industries

•Travel and tourism represent s the seventh largest employer in the United States

•Inbound travel generates $69 billion trade surplus for America´s economy

6. Success stories – Saudi Arabia

•Supportive reforms to the tourism infrastructure and visa facilitation within 2030

•“Giga tourism projects” for boosting hospitality, entertainments and shopping sectors

•Sustainable development and environment protection

7. Success stories – Nordic countries

•Competitive Nordics

•Innovative and smart Nordics

•Sustainable Nordics

•Attractive Nordics

8. Success stories – Copenhagen

•Was ranked “World´s Most Walkable City”

•Organic food and drinks

•Sustainability, environment, energy

9. Success stories – Turin

•Slow food: quality and heathy, clean production, accessible prices

•Specific outdoors itineraries and products

•Turin´s family businesses

10. Success stories – Barcelona


•Innovative approach for managing visitors´growth in Barcelona by involving local
residents

11. Success stories – Miami

•Miami became hub of gastronomy of the Americas

•Gastronomy is one of the key factors for travel to Miami throughout the year

12. Success stories – Seoul

•Community engagament: gender equality, elderly and disabled residents, etc.

•Mixed use of facilities for meetings industry, hotel, shopping, leisure and
entertainment

•Seoul´s Future Heritage and Shared City Projects

13. Success stories – Cape Town
•“Love Cape Town” – destination branding

“If you talk to a man in a language he understands, that goes to his head. If you
talk to him in his language, that goes to his heart”.

Nelson Mandela

14. Success stories – Batumi

•The development in the context of successful economic reforms

•Overcoming seasonality by developing meetings industry, international cultural
events and gambling

15. 7 key recommendations for Ukraine

16. 1. Promotion in the context of
reforms

•Leading international media

•Roadshows and major investment fora

•Ukrainian diaspora abroad

17. 2. Develop data-driven destination
marketing solutions

•Digital marketing campaigns

•International travel fairs

•Press and familiarization trips

18. 3. Major source marketsmarketing
The Americas Europe Asia and the Pacific

19. 4. Innovate the tourism sector
INNOVATION & ENTREPRENEURSHIP
ECOSYSTEM
PRE-INCUBATORS
ACCELERATORS
VENTURE BUILDERS
INNOVATION HUBS CORPORATIONS
ACADEMIA
STARTUPS INVESTORS
GOVERNMENTAL
INSTITUTIONS &
PUBLIC
ORGANIZATIONS

20. 5. Stimulate other sectors
through tourism – an integrated
policy








•Increase local food production

•Promote local tangible and intangible heritage

•Support local handicraft business

21. 6. Human capital development for
job creation and quality assurance
•Conduct surveys on labor market needs

•Attract leading hospitality and tourism schools to enter the Ukrainian market

•Train the national trainers

•Build programs and networks for curriculum internationalization

22. 7. Create modern Destination
Management Organizations

•Strategic leadership

•Effective execution

•Efficient governance

23. Thank You!

Beka Jakeli
Coordinator for Member Relations
UNWTO